Redesigning my website

2026-01-20

You can’t sell a simple service without a simple website.

For my own, I started by sketching 1 page that leads to 1 offer with 1 price. With a transparent scope and price, founders can make a decision before my schedule is filled with intro calls. The website can filter out low-intent inquiries so I don’t have to.

To go from a sketch to a website, I designed my sections on top of a free Astro template. With prompts and sketches as input and Tailwind code as output, I could quickly design section by section until I reached the bottom of the page.

I repeated the process to make the sections responsive. I repeated it once more to add animations, and one last time to make it accessible.

The result is fast, open-source code I can own locally and host for free forever.

And with the launch of this website, I can stop designing websites for clients and go all-in on branding.

Productizing my service

2026-01-05

I’m starting the year with a new experiment. I’m simplifying and productizing my business to save more time.

1. The process: I will focus exclusively on brand strategy and identity while learning to say no to all other work. As AI is making authenticity more important, branding will bring my clients the most value, and my work the most meaning.

2. The offer: I will sell my service like a product. Fixing the price and deliverables helps everyone know what they get. Even if it sometimes leaves money on the table, it will be left right next to friction and guesswork.

3. The funnel: To help the right founders find my offer, I will share more content but worry less about it. Slowly writing ideas without any pressure makes it more fun, which makes it more sustainable.

Productizing a service doesn’t turn it into a conveyor belt. It just makes some parts of the machine fixed, so others can run more smoothly.

New year, new goals

2026-01-01

Last year, my main goal was to earn more. This year, it is to work less.

I think the best way to do that is with focus. Focus on the right people, the right skills, and the right work.

Since reading and writing improve focus, I’m starting to do more of both.

For reading, I just bought my first physical books since school. For writing, I just started a yearly email to all my friends and past colleagues. Happy new year!

Brand is a feeling

2025-12-07

You already have a brand. But to shape it, you need to know what it is.

Forget the jargon about branding, positioning, messaging, and narratives.

A brand is simply the sum of people’s feelings about you.

One part of those feelings comes from the story people heard about you. This is what brand designers help you communicate.

The other part is people’s real experiences with you and with the people you associate with.

Make a single person feel good, and your brand goes up.

Make them feel bad, and your brand goes down.

Make someone feel excited, calm, happy, bored, angry, or surprised - and your brand ties to that feeling.

Only once you see brand in that way, you can actively shape it, one small action after another.

Imperfect is good enough

2025-11-28

It took me years to see that perfectionism is not always the reason why my work is great. It’s also the reason why it’s late.

We’re taught at an early age that we should aim for perfection. If you study hard enough, you’ll get a perfect 10. 10 is better than 9 and 9 is better than 8.

When that mindset turns into a work ethic, it makes people produce the best work of their life. The greatest symphonies, the most beautiful artworks, and the most stunning architecture were crafted by perfectionists who considered every detail.

But business is not art.

It doesn’t always give you the luxury of taking your time to polish the details. It often rewards the fastest and most adaptable people, not the ones with flawless execution.

That’s why I’m learning to allow myself mistakes wherever I can afford them. To use perfectionism tactically, only for things that are designed to last, like logos and brands. And share all my other work like writing and products before I think they’re ready.

If you learn and improve slowly over time, one thing is for sure:

Your best work lies ahead, behind a million small mistsakes.

Welcome to my online home

2025-11-18

When you’re exploring a new place, it’s useful to know what it offers you - or at the very least, who is sharing it with you.

I’m Luka, and I want to welcome you to my online home.

I built it for writing, refining, and sharing my ideas. Some just fleeting thoughts, some, hopefully, bits of wisdom. Always challenging the default settings of everything - tools, methods, habits, societies.

If you’re looking for the best writing, it’s not in here. I’m just a designer starting to design sentences instead of brands to see how my brain adapts to the new creative process.

Over time, this will become a memory book of my ideas, frozen in time as I first had them. Something I can look back on, and perhaps something you can look up to.

There are no house rules. Wander around, take what’s useful, and ignore the rest. You’re welcome to share your own thoughts or help me improve mine.

I hope you feel at home here as I do. Welcome.

Don’t start writing

2025-11-11

Life is too short to put your ideas into writing.

So don’t start writing. You don’t have enough time to start, let alone maintain a new habit.

Don’t start writing. You’re interested in everything but an expert in nothing.

Don’t start writing. Machines do it faster than you do, better than you ever will.

Don’t start writing. You think your ideas are worth sharing, but people have more important things to read.

…

I found these thoughts about writing convincing for years. All I needed was enough time and a shift in perspective to realize they are also great reasons for the opposite:

I’m constantly in a race against time, so writing can help me slow down and see what ideas are worth keeping.

I have less expertise than interests, so writing can help me dive deeper and explore topics that matter.

Content is increasingly artifically generated, so writing it makes it special.

Most people mostly care about themselves, so I’m free to write anything I want, whenever I want.

…

Life is too short not to put your ideas into writing.

Especially since it might be the most permanent thing you’ll ever do.

Luka, it feels like you have plenty of time left, but you don’t. Start writing.